In honor of National Native American Heritage Month, QuickBooks is spotlighting indigenous-owned small businesses, their stories, and their journeys to success. Check the Small Business Stories hub all month for more inspiration.
Name: Ahsaki Baa LaFrance-Chachere
Location: Besh-be-toh, AZ, Dine (Navajo) Nation
Business: Ah-Shi Beauty
I started Ah-Shi Beauty because I was tired of waiting for the multi-billion dollar beauty industry to acknowledge our Native American beauty. Our prints, teachings, and culture have influenced many industries, but our community gets swept under the rug. Why do we have to wait for a big company to tell us we are beautiful or get their approval?
I started Ah-Shi Beauty in 2012. It took many years to research the ruthless industry I was about to enter. I had one shot to show the world that the first Native American beauty brand meant business. Our products can compete with the best in the industry and we will bring the culture respectfully, correctly—and most importantly—authentically.
Don’t blink. Once you press the “live” button on your website, there is no turning back. I learned to control what I can control. I learned that the power of storytelling is what separates me from all the other brands—I created a brand that the world is missing and needs.
You do not sleep. Seriously, I thought leaving my corporate job was stressful but there is no time off when you work for yourself. Now that we are four years in, I can afford some downtime, but not too much. I learned that the only way the company will move forward is if I put the work in. I do not regret it.
It’s my superpower. Knowing I am inspiring others to build their businesses is priceless. I am breaking the negative cycle of poverty and unemployment because my businesses will create jobs and strengthen my reservations’ economy. I am making a positive impact on and off my reservation.
Growing pains. Ah-Shi beauty is transitioning into the next phase. Our little reservation brand is going global.
Operating on the largest Native American reservation in the country, we experience issues that other businesses do not. Like simple Wi-Fi connectivity, phone service, and logistics services—three things you need to run any business and I am sometimes faced with one or all not working when I need them.
Logistics and shipping really hurt my business. If I was in a major city, same-day pickup, one-day shipping, or major shipping carriers could deliver orders in a timely manner. I do not have that luxury. We are a Nation within a Nation and I am not the only one facing these challenges. Basic living essentials are sky-high but this is our reality.
Treat your staff how you want to be treated. Protect your team the best way you know how. Listen and always remember that you may be the “boss” but you are a team. You can only lead with your people and never be above them.
Being put into the “Indigenous Box.” Each of our businesses is different and not all tribes are the same. I am fighting the stereotypical image the world sees my people as. We are talented, professional, creative, and we’re bosses. We do not have to use our culture and teachings and exploit it.
Big companies have already stolen and over-commercialized our culture for years. We do not have to add to it. We are Native businesses with or without having to perform for the industry we are in. We are enough.
Protect my people, culture, and the teachings that were passed down from many generations. I operate my businesses seemingly on and off the reservation. I am a brand that is in the community with other leaders and community members and I’m always around to help my people.
In October, the 24th Navajo Nation Council honored me during the 2022 fall session. Honorable Council Delegate Eugenia Charles-Newton made a beautiful recognition speech about my accomplishments to the entire council and Navajo Nation. My business is truly making a difference and paving the way for future generations to come.
In July of 2021, The National Center for American Indian Enterprise Development named me Native Woman Business Owner of the Year. This award means a lot to me, because out of 500+ tribes I brought this home to the Navajo Nation. Plus, it was the first time a Native beauty brand received this award.
Ah-Shi Beauty partnered with a few major retailers. I cannot say who yet but once everything is in place the whole world will know. Beauty history will be made. Never underestimate a Native boss babe.
I remember why I am doing what I am doing. I’ve come too far to stop so I have to dig deep to keep moving forward. I truly believe my womanhood ceremony prepared me for challenging days. Willpower and inner strength molded me into the woman my family prayed for me to be.
Research the industry you are going into. Accept the good, bad, and ugly of the industry you are entering. Love the business you are building and remember why you started. It will be a rollercoaster ride, so remember to celebrate every win—even the small ones. Never underestimate your ability to turn your dreams and goals into reality. And the only person that can top you is yourself.
“Diva” by Beyoncé
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